Check out the ads that featured in cinema during the Eid al-Fitr 2023 long weekend!
The region witnessed an upswing in activity during the Eid al-Fitr long weekend, marking one of the most bustling periods of the year thus far, with residents gathering at malls and entertainment venues to partake in the festivities.
With the release of several blockbusters during the extended weekend, cinemas were buzzing with patrons eager to watch their favorite titles in the company of their loved ones. This presented brands with a unique opportunity to engage a captive audience and leave a lasting impression through both on-screen and off-screen advertising initiatives.
From product promotions to messages of unity and support, here are the ads that lit up the big screen during Eid al-Fitr 2023:
WWE 2K23 – FTM John Wick: Chapter 4
Duration: 30 Secs
Country: KSA
Please Note: In compliance with the country’s regulations, a revised and concise version of the WWE 2K23 advertisement screened in KSA.
Abu Dhabi Public Health Centre
Duration: 30 Secs
Country: UAE
Al-Futtaim Automall
Duration: 40 Secs.
Country: UAE
Prime Healthcare Group– FTM Kisi Ka Bhai Kisi Ki Jaan
Duration: 15 Secs
Country: UAE
Sharjah Children’s Reading Festival
Agency: 30 Secs x 2
Country: UAE
Cultural Development Fund
Duration: 30 Secs
Country: KSA
Dallah Home Care
Duration: 20 Secs
Country: KSA
Diriyah Gate Development Authority
Duration: 30 Secs
Country: KSA
Galaxy Jewels
Duration: 20 Secs
Country: KSA
Al Theeb Specialist Centre
Agency: 15 Secs
Country: KSA
Boubyan Bank
Duration: 1.10 secs & 1.08 Secs
Country: Kuwait
Kaya Skin Clinic – FTM Kisi Ka Bhai Kisi Ki Jaan
Duration: 15 Secs
Country: UAE
McDonald’s
Duration: 30 Secs
Country: Kuwait
Talabat
Duration: 15 Secs
Country: Kuwait
Elabd Foods
Duration: 15 Secs
Country: Egypt
Magdi Yacoub Heart Foundation
Duration: 15 Secs
Country: Egypt
Private Natural Cotton
Duration: 30 Secs
Country: Egypt
American University of Bahrain
Agency: 45 Secs
Country: Bahrain
Information & eGovernment Authority Bahrain
Duration: 2 x 50 Secs
Country: Bahrain
Escape Code
Duration: 1.06 Secs
Country: Bahrain
In addition to the on screen ad, ElAbd booked two sampling activities at Mall of Egypt and City Center Almaza for a period of two weekends.
Think cinema for ‘attention-grabbing’ advertising! Contact us for cinema advertising opportunities alongside special events and celebrations.
The latest menu has been specially tailored for the cinematic experience and will be available across all THEATRE locations in the UAE, Qatar, Bahrain and Kuwait
VOX Cinemas has announced the launch of its new menu at THEATRE, its luxury cinema concept. The new menu, curated by master chefs to elevate the in-cinema dining experience after extensive customer research and trial-based studies that focused on food variety and convenience, is now available at all THEATRE locations in the UAE, Qatar, Bahrain, and Kuwait.
With more than 20 mouth-watering dishes on offer, including vegetarian and vegan options, the contemporary menu features a range of mouth-watering dishes, such as Dynamite Shrimps; freshly picked Falafel Salad; oven-baked Roasted Fig & Goat’s Cheese Flat Bread; irresistible Pepper Beef Skewers; vegetarian-friendly Impossible Meat Sliders; and chicken-stuffed Theatre Tacos, along with a variety of handcrafted desserts and a bubbling selection of signature mocktails.
Joe Teixeira, Managing Director – F&B, Majid Al Futtaim Entertainment, expressed his excitement for the launch of the new menu. He said, “We are thrilled to usher in a fresh new chapter in the ever-evolving world of fine dining and film as moviegoers become increasingly discerning with their choice of cinema F&B. At VOX Cinemas, we are committed to exceeding our guests’ expectations and continuously enhancing the unparalleled eatertainment experience only VOX Cinemas can deliver.”
Since launching in 2015, VOX Cinemas’ in-cinema dining concept THEATRE has been redefining the luxury moviegoing experience. THEATRE combines the emotional power of film with the gastronomic pleasure of fine food. Guests can choose to dine in the exclusive lounge or enjoy meals delivered straight to their seat through the unique in-theatre waiter service. THEATRE boasts reclining leather seats, plush blankets and pillows, as well as cutting-edge audiovisual technology in a stylish and intimate setting.
For more information, visit VOX Website or download the VOX Cinemas app.
Source: VOX Cinemas (Press Release)
LIONS Scholarship will support more than 130 underrepresented members of the creative community and emerging talent with access to Cannes Lions
LIONS has announced the launch of the LIONS Scholarship, which is designed to support the next generation of talent. The scholarship offers a group of young people from around the world a fully funded place on the Cannes Lions Brand Marketers and Creative Academies, which will take place during the Festival in June.
The new initiative sits alongside a range of talent programmes which are part of LIONS’ drive to introduce more opportunities for underrepresented groups through fully funded talent programmes at Cannes Lions.
Simon Cook, CEO, LIONS, said, “We’ve spent 70 years helping to shape careers, foster connections, and platform the power of creativity on a global scale. As we look forward to the next 70 years, we will focus on creating opportunities, providing access, and nurturing the next generation of creative marketing leaders. As part of our mission to support those ‘in the making’ and drive progress for people, we’re opening up the Festival to more than 130 people from groups traditionally underrepresented in the creative industries. To mark our 70th edition, we’re introducing the inaugural LIONS Scholarship. This initiative is designed to increase the accessibility of Cannes Lions’ bespoke academies, which offer a curated education programme at the heart of the Festival.”
The LIONS talent programme includes a range of early career initiatives with the LIONS Academies and Young Lions Competitions designed to catapult young talent in their careers. Additionally, LIONS current talent accelerator programmes continue this year, including See It Be It, which aims to help achieve equal gender representation of creative directors and leaders.
Included within the wider talent programme are community-led initiatives which have been designed in partnership with the global creative industry. These include: a programme with The Black Executive CMO Alliance to bring Future Leaders from The BECA Playbook to Cannes; complimentary passes for the winners of the Perifa Education Programme which is designed for creatives from the Brazilian peripheries; support of the #CannesForAll initiative, launched by the Brixton Finishing School, DigiLearning Foundation and Lollipop Mentoring, with Festival access for their 12 talents; and a continued partnership with Cephas Williams to provide Black talent with Cannes Lions access and curated Festival programme.
Learn more on all the LIONS talent programmes, along with how to apply here
Cannes Lions will take place from 19-23 June in Cannes, France.
Sylndr, an automotive-focused e-commerce marketplace in Egypt, recently booked a promotional campaign for its website at VOX Cinemas – Mall of Egypt and City Centre Almaza from 26 January to 13 February 2023.
The campaign involved an off-screen cinema advertising where a kiosk with a promoter was set up in the foyer area of the cinemas at Mall of Egypt and City Centre Almaza.
The promoter engaged with cinemagoers by explaining the platform and inviting them to participate in a ‘spin-the-wheel’ contest, with the chance to win a car or other exciting prizes. This interactive experience allowed patrons to learn about the sylndr.com.
Contact us for more on how off screen cinema advertising could help move your brand closer to its target audience.
From Scream VI to Fast X, Super Bowl 2023 saw a string of enticing new trailers
The Super Bowl 2023 brought us more than just an epic football game between the Kansas City Chiefs and the Philadelphia Eagles, it also gave us a sneak peek into some of the most anticipated movies of the year. Major movie studios including Sony Pictures, Universal Pictures, Paramount Pictures, Warner Bros. and Disney all paid big bucks to promote their hottest titles.
From big-budget blockbusters to captivating dramas and spine-chilling thrillers, this year’s Super Bowl was a showcase of what’s to come from Tinseltown. Whatever genre it is you fancy, there was something for everyone during the trailer segment of the Super Bowl 2023. Here’s a rundown of all the movies that got a promotional boost during this year’s event.
Creed III
Release Date: 2 March 2023
30-second spot from Creed III at Super Bowl 2023 showcases more of the training and rivalry between Michael B. Jordan’s title character and Jonathan Majors’ Damian Anderson.
65
Release Date: 2 March 2023* (*Could be pushed to 9 March 2023)
Sony Pictures promoted 65 – a science-fiction thriller starring Adam Driver as a pilot who crashes and becomes stranded on Earth 65 million years ago. Written and directed by Scott Beck and Bryan Woods, the film also stars Ariana Greenblatt and Chloe Coleman.
Scream VI
Release Date: 9 March 2023
Courteney Cox, Jenna Ortega, and Melissa Barrera headline this new minute-long Super Bowl 2023 spot that offers a longer look at one of the thriller’s set pieces briefly glimpsed in the previous trailer.
Dungeons and Dragons: Honor Among Thieves
Release Date: 20 April 2023
The Dungeons and Dragons: Honor Among Thieves Super Bowl 2023 trailer goes a long way to promise how action-packed it will be. Though brief, the teaser is a fast-paced, breathless montage of multiple action set-pieces, mythical creatures and even a titular dragon.
Air
Release Date: 6 April 2023 (International Release)
Ben Affleck’s next directorial offering sees Matt Damon play the man whose brainchild saw the birth of Nike’s Air Jordans. The first trailer for Air was revealed before Super Bowl LVII, with a big game spot along for the ride.
Guardians of Galaxy Vol. 3
Release Date: 4 May 2023
Disney used the Super Bowl broadcast to spotlight the third installment of Guardians of the Galaxy starring Chris Pratt, Zoe Saldaña, Dave Bautista, Karen Gillan, Pom Klementieff, Vin Diesel and Bradley Cooper as the titular band of Marvel superheroes.
Fast X
Release Date: 19 May 2023
10 main movies in, it’s impossible not to know what you’re getting with the Fast & Furious franchise. The Super Bowl Fast X teaser and the full trailer released before it showed off all of the best parts: a new ostentatious villain in the shape of Jason Momoa, returning heroes and anti-heroes, major set-pieces, ludicrous physics and some good old-fashioned racing.
Transformers: Rise of the Beasts
Release Date: 08 June 2023
There’s more than just a sneak peek in this Transformers: Rise of the Beasts TV spot, because it’s not only a short promo for the film, but also an ad for Porsche, which is what Autobot Mirage transforms into in the trailer.
The Flash
Release Date: 15 June 2023
The first trailer for The Flash not only gives us a pretty good idea how the story might play out, but also reveals Michael Keaton in the Batsuit (and his Batmobile), Michael Shannon’s Zod, and Sasha Calle’s Supergirl, among other things. We also got a shorter minute-long TV spot for the film containing a lot of the same footage.
Indiana Jones and the Dial of Destiny
Release Date: 30 June 2023
Indiana Jones and the Dial of Destiny, the fifth installment of the hit Indiana Jones franchise featuring the return of Harrison Ford as the titular swashbuckling archaeologist.
Click here to check out the leading brand commercials that aired during Super Bowl 2023.
Think cinema for effective advertising! Contact us.
Source: Empire, Variety
AMC The Walk 7 – Al Hofuf offers luxury auditoriums, best-in-class projection, sound and seating, and is the latest effort by AMC in an ongoing program to provide state-of-the-art cinemas across Saudi Arabia.
AMC Cinemas has opened its twelfth location at The Walk in Hofuf, KSA. The 7-screen cinema with a total of 362 seats, which includes a PRIME at AMC screen, is another impressive step in the rapid evolution of the cinema experience in Saudi Arabia.
Following the launch of The Walk 7, AMC aims to reach a large number of movie lovers around Saudi Arabia, a goal which is in line with the government’s plan to diversify entertainment content as well as provide new experiences to a range of audiences in several cities and governorates across the Kingdom.
Together with the opening of Tabuk Boulevard 7, AMC presently operates 82 screens across 13 locations in 9 cities of Saudi Arabia.
*Stay tuned for more on the launch of Tabuk Boulevard 7.
Motivate Val Morgan congratulates AMC Cinemas on the opening of AMC The Walk 7 – Al Hofuf, and warmly welcomes this location to our cinema circuit in KSA.
Source: AMC Cinemas
The cinema industry successfully ushered global audiences back into theatre in 2022 largely owing to the steadier flow of blockbusters in comparison to 2021, with Top Gun: Maverick, Black Panther: Wakanda Forever, and Avatar: The Way of Water leading the long list of successful titles this year.
While 2021 was a dress rehearsal for the future of cinemas, 2022 has proved that cinema is back for real. This was especially evident in Saudi Arabia, when the country overtook Italy in annual box office revenue (in US$ terms), highlighting the prominence of cinema in the region.
Box office in 2022 had its first test with Scream which grossed nearly US$1M in the UAE alone and marked the successful return of the horror genre in the region since the pandemic. This was followed by the chartbuster performance of Matt Reeve’s The Batman, which earned a combined US$12M in the UAE and Saudi Arabia, and Marvel’s Doctor Strange in the Multiverse of Madness, which earned US$6.7M in the UAE.
Summer blockbusters highly contributed to the recovery of the global box office in 2022, with Tom Cruise’s Top Gun: Maverick grossing a combined US$21.2M in the UAE and Saudi Arabia and over US$1.5 billion globally. Jurassic World: Dominion and Minions: The Rise of Gru also performed well, grossing over US$1.7M and US$1.64M in UAE and Saudi Arabia, respectively.
August to October was a challenging phase for cinemas in the region due to a weaker movie release schedule owing to pandemic-related delays. The year however ended on a high note with the release of James Cameron’s Avatar: The Way of Water, which earned close to US$10M in the UAE in its opening weeks. Arabic titles such as Bahebek, 3amohom, and Men Agl Zeko also topped the 2022 charts across GCC.
Here’s our 2022 wrap-up featuring the top movie releases in the eight countries we cover, the most watched genres across the region, the top 15 cinema ads booked through us that lit up the big screen, and last but not least, the new cinema locations added to our circuit and our milestones:
UAE
Saudi Arabia
Egypt
Oman
Kuwait
Bahrain
Qatar
Lebanon
The 15 blockbuster ads (in no particular order) – booked through Motivate Val Morgan, that lit up the big screen in 2022 (also featured in Campaign Middle East):
Brand: Mercedes-Benz Burmester
Title: Innovations by Mercedes-Benz: Dolby Atmos
Media Agency: OMD
Brand: NEOM
Title: Trojena – Journey To New Heights
Media Agency: Starcom
Brand: Emirates
Title: Gerry the Goose Flies Better
Media Agency: UM MENA
Brand: Rolex
Title: Rolex & Cinema – The Path
Media Agency: Mindshare
Brand: Sephora
Title: Amna Al Qubaisi – Emirati F3 Driver – Redefining Beauty with Sephora
Media Agency: Spark Foundry – Publicis Media
Brand: Malabar Gold
Title: Brides of India
Brand: Hermès
Title: Terre d’Hermès
Media Agency: Havas Media
Brand: Thailand Tourism
Title: Amazing Thailand
Media Agency: Media Republic
Brand: Hayatna
Title: Grow Your World With Hayatna
Media Agency: Hearts & Science
Brand: Riyadh Book Fair
Media Agency: Blue Horizon
Brand: Infiniti QX60
Title: Take the Wheel
Media Agency: OMD
Brand: Jindal Shadeed
Media Agency: United Media Services
Brand: Theeb
Brand: Yas Island
Title: Yas Yas Baby
Media Agency: Initiative Media
Brand: Al Nahdi Pharmacies
2022 saw our cinema circuit expand with several new locations:
Our dedicated cinema buying platform – CinePlan and CineMeasure, was launched, which enables data-driven, audience-based buying across our network of cinemas in the Middle East. The platform was also recognized as one of Campaign Middle East’s Top 10 Media Milestones of 2022.
Get ready for an exciting year at the movies in 2023! Here are the top 20 movies to look forward to over the year ahead:
For more on the movies coming out in 2023, be sure to check out our sizzle reel
Parkville Pharmaceuticals booked an integrated cinema campaign with Motivate Val Morgan at VOX Cinemas – City Centre Almaza and Mall of Egypt.
The on screen component included a 30 sec. ad following the blockbuster Avatar: The Way of Water at both locations, while the off screen component included an activation kiosk in the foyer area of City Centre Almaza from 20 December 2022 to 19 January 2023, and a sampling activity over the weekend 22 to 24 December 2022 at Mall of Egypt and City Centre Almaza.
Amplify exposure for you brand with an integrated cinema campaign by capitalizing on creative and exciting promotional off screen opportunities, and complimenting it with an ad on the big screen.
Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt and Lebanon.
James Cameron’s ‘Avatar: The Way of Water’ has finally released, and as expected, taken the box office by storm. According to Box Office Pro, the sequel has already grossed US$855 million at the global box office, and is expected to reach the milestone of US$1 billion before the end of end of the year.
This impressive performance has solidified the film as one of the top box office hits of 2022.
Advertisers too were eager to secure prime spots within our pre-show to promote their various products and services – ranging from luxury watches, perfumes and cars (to name a few), to be featured alongside this highly celebrated cinematic event.
Check out the ads booked to follow or coincide with the release of Avatar: The Way of Water:
Sharjah Performing Arts Academy
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Select VOX locations
Rolex
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE & KSA
Locations: Select VOX and Reel locations
Red Cresent
Campaign Type: 16 Dec 2022 – 04 Jan 2023
Country: UAE
Locations: Multiple VOX and Reel locations
Guess Perfumes
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: KSA
Locations: Multiple VOX, Muvi and AMC locations
DP World
Campaign Type: 15 Dec 2022 – 11 Jan 2023
Country: UAE
Locations: Select VOX locations
Samsung – Galaxy Z Fold 4
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Select VOX and Reel locations
Bentley – Bentayga
Campaign Type: 15 Dec 2022 – 11 Jan 2023
Country: UAE & Qatar
Locations: Select VOX and Reel locations
Ford – Al Tayer Motor
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Select VOX and Reel locations
Mercedes
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE & KSA
Locations: Select VOX, Reel, and Muvi locations
Authority of Social Contribution – Ma’an
Campaign Type: 15 Dec 2022 – 11 Jan 2023
Country: UAE
Locations: Select VOX locations
Chevrolet – Tahoe
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: Bahrain
Locations: All VOX Locations
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: KSA
Locations: Select VOX,AMC,Muvi locations
Parkville Pharmaceuticals
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: Egypt
Locations: Select VOX Locations
McDonald’s
Campaign Type: 15 Dec 2022 – 17 Jan 2023
Country: Egypt
Locations: Select VOX Locations
McDonald’s – Super Mario
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: KSA
Locations: Select VOX, AMC, Muvi locations
Amideast
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: Egypt
Locations: All VOX Locations
TAG Heuer – Aquaracer
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: KSA
Locations: Select VOX locations
Telecommunications Regulatory Authority of Bahrain
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: Bahrain
Locations: VOX Locations
CAIA Café & Restaurant
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Select Reel locations
Chery – Tiggo 8 Pro Max
Campaign Type: 15 Dec 2022 – 31 Dec 2022
Country: Bahrian
Locations: VOX Locations
Servcorp
Campaign Type: 15 Dec 2022 – 11 Jan 2023
Country: KSA
Locations: Select VOX, AMC and Muvi locations
Lexus
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: Kuwait
Locations: VOX Locations
LC Waikiki
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: Bahrian
Locations: Bahrain City Center
Awqaf
Campaign Type: 15 Dec 2022 – 31 Dec 2022
Country: KSA
Locations: Select VOX and Muvi locations
Gazebo
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Select VOX Locations
Farah Experience – FERRARI WORLD / Warner Bros
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Multiple VOX and Reel locations
Central Bank of Kuwait
Campaign Type: 15 Dec 2022 – 21 Dec 2022
Country: Kuwait
Locations: The Avenues, Kuwait
Gulf Bank
Campaign Type: 15 Dec 2022 – 21 Dec 2022
Country: Kuwait
Locations: The Avenues, Kuwait
Rident Dental Clinic
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: Egypt
Locations: All VOX locations
Aldo
Campaign Type: 15 Dec 2022 – 28 Dec 2022
Country: Bahrain
Locations: The Avenues – Bahrain
MG Cars – RX5
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: Multiple VOX and Reel Locations
Miral Experiences
Campaign Type: Follow A Movie (Avatar: The Way of Water)
Country: UAE
Locations: VOX Locations
With an exciting lineup of movies releasing in 2023 – from action-packed superhero tales, epic science fiction journeys, thrilling adventure films, classic horror movies, and animated movies, don’t miss out on aligning your brand alongside these highly anticipated blockbusters.
Contact a member of our sales team for on and off screen cinema advertising opportunities in the year ahead.
The 2023 Jury Presidents line-up includes ten global experts who will lead the juries to award outstanding creativity in branded communications across MENA
Dubai Lynx, MENA’s premier Festival and Awards for creative excellence in branded communications, has announced the ten industry experts who will lead the 2023 juries.
The Jury Presidents will judge work entered across 21 different categories, including the newly launched Creative Commerce Lynx.
About the Jury Presidents, Philip Thomas, Chairman LIONS and Dubai Lynx, said, “We’re delighted to announce a host of renowned international talent to the Jury President line-up for Dubai Lynx 2023, featuring some truly remarkable creative leaders. Our Jury Presidents will bring their talent and prowess to ensure the Dubai Lynx Awards set the creative standard for the MENA region, as well as setting the future agenda. We look forward to seeing the body of work that will emerge following their discussions next year.”
2023 Dubai Lynx Jury Presidents include:
Brand Experience & Activation, Creative Commerce, Direct and Outdoor
Vicki Maguire – Chief Creative Officer, Havas London, UK
Creative Effectiveness and Creative Strategy
Anna Vogt, Chief Strategy Officer, VMLY&R London, UK
Design and Industry Craft
Sbu Sitole, Co-Founder & Chief Creative Officer, The Odd Number, South Africa
Digital Craft, Mobile and Social & Influencer
Zoha Zoya, Group Creative Director, Head of Experience Design, R/GA, EMEA
Entertainment
Amani Duncan, CEO, BBH, USA
Film Craft
Rajay Singh, Film Director & Founder, Directors Think Tank, South East Asia
Film, Print & Publishing and Radio & Audio
Gustavo Lauria, Chief Creative Officer, We Believers, USA
Healthcare
Bernardo Romero, Maker, Klick Health, Canada
Media
Kate Ivory, Agency Partner, Head of Strategy, OMD EMEA, EMEA
PR
Tom Beckman, Global Chief Creative Officer, Weber Shandwick, Global
Entries into Dubai Lynx are being accepted until Thursday 2 February 2023. Click here for further information on the awards.
Motivate Val Morgan is the official representative of Dubai Lynx Festival in the UAE
